Feb 11, 2020
One of the greatest challenges marketers face is creating campaigns that can both scale and are unique to the person viewing the content. Its where the premise of ABM originated; it's how marketers get the most bang-for-their-buck. Enter AI into this mix and it combines the best of both worlds - AI in marketing at scale while allowing for micro-targeting of verticals, groups of people, or those with very specific attributes.
In this episode of AMP UP Your Digital Marketing
we meet Dr. Ian Howells, Vice
President and Head of Marketing at Sage Intacct, an accounting
software. He speaks to tailoring their marketing approach to allow
for scale while creating an unparalleled level of micro-targeting
to their target markets. In this discussion, he challenges the way
marketers think about verticalization and grouping together
industries just because they share a common thread, and how to
leverage AI to influence them better.